Core Viewpoint - The commercial banking sector is undergoing a significant transformation in its customer channel strategy, focusing on the integration and optimization of online platforms, particularly WeChat, while facing challenges from declining public traffic and the need for more personalized customer engagement [2][3][4]. Group 1: Online Channel Integration Trends - Many banks are consolidating their online channels, with a notable trend of shutting down direct banking apps and credit card center apps, shifting focus to WeChat as a primary platform for customer interaction [3][4]. - Banks are migrating WeChat service accounts to official public accounts to unify service functions and promotional channels, as seen with several banks like China Merchants Bank and Industrial Bank [3][4]. - Similar business public accounts within the same bank are being integrated or redirected to the main official public account, enhancing operational efficiency [3][4]. Group 2: Service Function Adjustments - Some banks are discontinuing certain WeChat public accounts or services, directing customers to their mobile banking apps for continued service access, as exemplified by Hunan Sanxiang Bank and Shanghai Rural Commercial Bank [4][5]. - Regulatory bodies have emphasized the need for banks to optimize their mobile applications, focusing on user engagement and functionality, which has led to a more organized approach to online service management [4][5]. Group 3: Public and Private Traffic Dynamics - The decline in public traffic on WeChat has prompted banks to shift their focus towards private traffic management, utilizing tools like WeChat Work for personalized customer service and targeted marketing [6][8]. - Banks are leveraging data analytics and customer behavior tracking to create detailed customer profiles, enabling more tailored marketing strategies and improved customer experiences [8]. - The integration of various online channels, including public accounts, enterprise WeChat, and social platforms, is being utilized to enhance customer journeys and optimize service delivery [8].

Core Viewpoint - The article discusses the ongoing trend among banks to integrate and streamline their online channels, particularly focusing on the management and functionality of WeChat public accounts, which have become essential service platforms for banks. Group 1: WeChat Public Account Adjustments - Shanghai Rural Commercial Bank announced adjustments to its WeChat public account, stating that from July 10, 2025, certain wealth management product purchase functions will redirect users to the bank's mobile app for transactions [1] - Starting September 11, 2023, the bank will cease all wealth management product purchases through its WeChat public account, with users redirected to the mobile app for purchases [5] - The bank emphasized the importance of downloading and registering the mobile app to ensure uninterrupted service [5] Group 2: Broader Industry Trends - Other banks, including Zhengzhou Bank and Industrial Bank, are also migrating services from their WeChat public accounts to more centralized platforms, indicating a broader industry trend towards "lightweight" online channel exploration [6] - Zhengzhou Bank's corporate finance public account will officially go offline on July 31, 2025, with functionalities migrating to its WeChat microbank account [6] - In 2021, major state-owned banks like ICBC and Agricultural Bank of China began consolidating their online channels, merging various public accounts to streamline services [7] Group 3: Rationale Behind Integration - The integration of online channels is driven by the diminishing flow of new users and the need to reduce operational and maintenance costs, allowing banks to concentrate resources and provide higher-quality financial services [7] - Industry experts suggest that while third-party channels offer high traffic, the unpredictability of their rules contrasts with the stronger autonomy of mobile banking apps, making the enhancement of self-operated apps a necessary trend for banks [7]